Research On Brand Strategy Of Daily Chemical Enterprise

Today, the market competition has become more fierce and brutal, and product homogeneity is getting worse. The competition among enterprises has gradually shifted from the product competition into brand competition, thus creating a brand era. The advent of the brand era, making the brand strategy become more and more important to enterprises. The daily chemical industry as a signifcant feature of brand consumption characteristic,should take more focus on brand strategy management. Well in China, most of the Chinese daily chemical market is occupied by foreign daily chemical brands ,and Chinese local brands were weak.Daily chemical industry is an industry which is close to people's lives ,but in China most residents use the foreign brand products instead of local brand products.This is a shame for us. The largest forein companys'advantage on competition is not its abundant capital but its strong brands. At this time, the research on Chinese daily chemical enterprises'brand stategy is not only beacause the survival pressure, but also the long-term development pressure. In this paper , based on the current situation analysis in Chinese daily chemical industry, we take lots of analysis on the implementation of Chinese local chemical enterprises'brand strategy ,and also we find some defects,some advantages of the brand strategy. At last ,there are some suggestions which may be useful reference for our local daily chemical enterprises'brand strategy .The paper is consist of five parts: Part one, this paper describes the reasearch background, the purpose, the key points of this paper. Part two, this part introduces the theory of brand and the brand strategy. Part three, maily talks about the situation of Chinese daily chemical market, and grasp the whole brand strategy background of daily chemical market.The fourth part is mainly to the Chinese daily chemical enterprise of brand strategy , then find the weakness of our brand strategy. Based on the whole undstanding of China daily chemical industry, the last part puts forward some proposals for reference.